FOCUS Asian: Consumer Engagement 2018

This study explores where Asian consumers are seeing advertising, what advertising consumers are paying attention to, and how to create advertising that is more resonant with Asian consumers and stands out in the complex media landscape.

TOPIC AREAS

What types of media are Asians consuming, and how much time are they spending on different platforms?

What types of media/platforms are Asians being exposed to advertising on? What, if any, measures do they take to avoid advertising?

How do Asians feel about world issues, such as politics, immigration, trust in media, the environment, and technological innovation? How do these issues impact how consumers engage with brands?

How can companies connect in a way that resonates with Asians? How can companies demonstrate to consumers that they care about them?

Which news media organizations are considered most credible? How does journalistic integrity relate to consumption of news media brands?

What role does representation and diversity play in creating effective, resonant advertising? How do Asians feel about advertising with images and messages that are targeted to groups other than their own?

What tactics do Asian consumers feel work best to cut through the clutter? How do consumers use social media platforms, and how do they engage with brands on social media?

How do Asians feel English-language ads on Asian-language TV? What about Spanish-language and bilingual (in Spanish or an Asian language) ads on mainstream media?

Topic areas may vary based on industry trends and client feedback.

SAMPLE & METHODOLOGY

This study contains the Asian oversample data from State of Consumer Engagement: 300 English-language online surveys among Asians 18+. In-language oversamples available upon request.

ANALYSIS INCLUDES

Detailed reporting by demographic, behavioral, and psychographic segments, such as age, first vs. second generation, Asian media consumers, and more.